Purpose

This paper aims to underscore major opportunities for shared value innovation based on data management efficiency, which has often been overlooked so far. By integrating prior research about digital transformation, shared value creation, entrepreneurial marketing and the innovation-based view of firm performance, it addresses a major gap in the literature.

Design/methodology/approach

The innovation-based arguments illustrate how efficient data management may lead to different types of innovation, which provide opportunities for growth and efficiency gains after the coronavirus pandemic.

Findings

Many companies’ digitalization programs have concentrated on strengthening the efficiency of current business processes. Thus, these initiatives have contributed to the efficiency of traditional analog activities by using data and smart algorithms. In contrast, the efficiency of the underlying data management was largely neglected, but the COVID-19 pandemic has highlighted its importance. To overcome the limited emphasis on sustainability and efficiency in the digital context, this paper focuses on data management efficiency. After detailing this concept, it is linked to the growing literature about creating shared value, and a process segmentation for implementing shared value innovations in the field of digital efficiency is developed.

Originality/value

The paper extends research into digital transformation by emphasizing that the distinction of effectiveness and efficiency is as relevant in the digital context as in the traditional analog environment. It further provides new insights into creating shared value because it increases the awareness of researchers and managers to consider data management efficiency as a basis for shared value innovation with positive effects on the triple bottom line. The paper also contributes to entrepreneurial marketing research because data management efficiency provides significant opportunities for entrepreneurs, startup firms and innovators in established organizations to develop entirely new markets based on new services, solutions and business models. Finally, the paper deepens the understanding of the innovation-based view of firm performance.

中文翻译：

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数据管理效率：共享价值创新的重大机遇

目的

本文旨在强调基于数据管理效率的共享价值创新的主要机会，这一点迄今为止经常被忽视。通过整合先前关于数字化转型、共享价值创造、创业营销和基于创新的公司绩效观点的研究，它解决了文献中的一个重大空白。

设计/方法/方法

基于创新的论点说明了有效的数据管理如何导致不同类型的创新，这些创新为冠状病毒大流行后的增长和效率提升提供了机会。

发现

许多公司的数字化计划都集中在提高当前业务流程的效率上。因此，这些举措通过使用数据和智能算法为传统模拟活动的效率做出了贡献。相比之下，底层数据管理的效率在很大程度上被忽视了，但 COVID-19 大流行凸显了它的重要性。为了克服在数字环境中对可持续性和效率的有限强调，本文重点关注数据管理效率。在详细说明了这个概念之后，它与不断增长的关于创造共享价值的文献相关联，并开发了在数字效率领域实施共享价值创新的流程细分。

原创性/价值

该论文通过强调有效性和效率的区别在数字环境中与在传统模拟环境中的相关性来扩展对数字化转型的研究。它进一步提供了创造共享价值的新见解，因为它提高了研究人员和管理者的意识，将数据管理效率视为共享价值创新的基础，并对三重底线产生积极影响。该论文还有助于企业家营销研究，因为数据管理效率为企业家、初创公司和成熟组织中的创新者提供了重要的机会，以基于新服务、解决方案和商业模式开发全新的市场。最后，本文加深了对基于创新的企业绩效观的理解。